Influence du Type de Produit, des Informations sur l’Impact Environnemental et la Difference de Prix sur la Decision d‘Achat

Galo Apoline Epse Galla Otchro; Ahogni N’Gbala

doi:10.19044/esj.2024.v20n7p128

Galo Apoline Epse Galla Otchro Doctorante en Psychologie, Université Félix Houphouët Boigny d’Abidjan, Cote d'Ivoire
Ahogni N’Gbala Maître de Conférence de Psychologie, Université Félix Houphouët Boigny d’Abidjan, Cote d'Ivoire

DOI: https://doi.org/10.19044/esj.2024.v20n7p128

Keywords: Consommation Socialement Responsable type de produit, différence de prix, information sur impact de pollution, décision d’achat

Abstract

L'objectif principal de cette étude est d'examiner de manière empirique les facteurs qui favorisent ou entravent la Consommation Socialement Responsable (CSR). La CSR est un modèle de consommation qui intègre les principes du développement durable en cherchant à concilier le respect de l'environnement, la promotion de l'économie locale, le bien-être de la santé, et une contribution positive à la société. Les motivations pour adopter une telle consommation, basée sur des valeurs telles que l'écologie et l'éthique, ainsi que pour préserver la santé, sont fréquentes. Cependant, de nombreux obstacles entravent ce processus, notamment le manque de clarté quant aux comportements appropriés, la complexité des achats responsables, les coûts plus élevés, et la méfiance envers les informations disponibles. La méthode expérimentale a été utilisée sur un échantillon de 240 individus résidant à Abidjan, en Côte d'Ivoire. Les participants ont été soumis à un scénario mettant en compétition deux produits utilisant des sources d'énergie différentes. Les résultats majeurs révèlent que le produit utilisant de l'énergie électrique, moins polluante mais plus coûteuse, est préféré au produit utilisant de l'énergie thermique, plus polluante. De plus, le choix du produit moins polluant est fortement influencé par la disponibilité d'informations sur le degré de pollution du produit. Cette recherche démontre que le type de produit et la disponibilité d'informations sur sa pollution sont des attributs plus déterminants que le prix dans le processus de décision d'achat.

The main objective of this study is to empirically examine the factors that promote or hinder Socially Responsible Consumption (SRC). CSR is a consumption model that integrates the principles of sustainable development by seeking to reconcile respect for the environment, promotion of the local economy, health and well-being, and a positive contribution to society. The motivations for adopting such consumption, based on values such as ecology and ethics, as well as to preserve health, are frequent. However, there are many obstacles to this process, including a lack of clarity around appropriate behaviors, the complexity of responsible purchasing, higher costs, and distrust of available information. The experimental method was used on a sample of 240 individuals residing in Abidjan, Ivory Coast. Participants were presented with a scenario involving two products using different energy sources in competition. The major results reveal that the product using electrical energy, which is less polluting but more expensive, is preferred to the product using thermal energy, which is more polluting. In addition, the choice of the less polluting product is strongly influenced by the availability of information on the degree of pollution of the product. This research demonstrates that the type of product and the availability of information on its pollution are more determining attributes than price in the purchasing decision process.

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